Translating Social Media & Dynamic Content in Real Time for Customers - New Options for the Enterprise

The growing appetite for social and real-time content is a worldwide trend, with people consuming and contributing social content in their own languages. It is no surprise to see enterprises leveraging social media to engage with their customers. Managers who support international business goals are increasingly pressured by this global popularity to provide and respond to social content in multiple languages. Even as it provides new opportunities, the need for multilingual social content creates new problems.

When translators localize content into multiple languages, they use technologies created for traditional static content, not for social content. Social media produce relatively large volumes of user-generated content that are then consumed by other users in real time or near real time. Even when assisted by technologies such as translation memory, traditional human-generated translations are too costly for social media and certainly are too slow for translating content that customers can generate faster than human translators can localize. Because human translators cannot scale their output to meet enterprise needs for fast, inexpensive, and accurate translations of social content, enterprises are beginning to turn to the only viable alternative: real-time machine translation (also called automated translation) for social media.

This Gilbane Group paper targets marketing and customer care executives and content managers who need to understand new enterprise solutions for rapid translation of social interactions and dynamic content.